Thanks, but no thanks: The influence of gratitude on consumer awareness of food waste

Septianto, Felix; Kemper, Joya A.; Northey, Gavin

doi:10.1016/j.jclepro.2020.120591

Cited by 77 publications

(45 citation statements)

References 98 publications

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“…This is the first study to apply the MOA framework to better assess the efficacy of consumer food waste awareness campaigns in targeting consumer motivation, opportunity, and ability. The theoretical framework contrasts previous studies, which focused more on behavioral intentions or motivations (Schmidt, 2016;Septianto et al, 2020;Shaw et al, 2018;van der Werf et al, 2019;Young et al, 2016) and had less consideration for barriers related to opportunities and abilities. Furthermore, these studies employed more quantitative methods of data collection (surveys, waste composition), which are less effective at capturing a deeper understanding of why consumers behave in the way that they do.…”

Section: Motivation Opportunity Ability Framework On Consumer Food Wastementioning

confidence: 73%

“…These campaigns are considered information-based interventions, whereby information is provided to the target audience (consumers) to change their behaviors (Reynolds et al, 2019). Information can be provided in a mix of formats, including advertisements (Septianto et al, 2020), leaflets (Shaw et al, 2018), social media (Young et al, 2016), online platforms (Schimdt, 2016), or "swag" such as fridge magnets, postcards, stickers, and grocery list pads (van der Werf et al, 2019). However, the success of information-based household food waste interventions is mixed, with some studies demonstrating a 31% decrease in avoidable food waste (van der Werf et al, 2019), while others found no statistically significant differences (Shaw et al, 2018).…”

Section: Introductionmentioning

confidence: 99%

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An evaluation of a consumer food waste awareness campaign using the motivation opportunity ability framework

Soma

Maclaren

2021

Resources, Conservation and Recycling

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Section: Motivation Opportunity Ability Framework On Consumer Food Wastementioning

confidence: 73%

Section: Introductionmentioning

confidence: 99%

An evaluation of a consumer food waste awareness campaign using the motivation opportunity ability framework

Soma

Maclaren

2021

Resources, Conservation and Recycling

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“…Gratitude is a positive emotion that emerges from a perception that we have benefited from someone or something other than ourselves (McCullough et al , 2002). Previous research on gratitude has highlighted its role in the process of reciprocal exchange (Bartlett and DeSteno, 2006; Bridger and Wood, 2017; McCullough et al , 2001; Palmatier et al , 2009; Septianto et al , 2020a; Wetzel et al , 2014). This is because gratitude highlights the benefits one has received from others, and thus, activates concerns about reciprocity and motivates one to reciprocate (Bartlett and DeSteno, 2006; Horberg et al , 2011; McCullough et al , 2001).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

The impact of gratitude (vs pride) on the effectiveness of cause-related marketing

Garg

2021

EJM

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Purpose This study aims to investigate how gratitude, as compared to pride, can leverage the effectiveness of cause-related marketing, particularly a donation-based promotion. Drawing upon the appraisal tendency framework, this study establishes the underlying process driving these emotion effects. It also examines the moderating role of product type (hedonic vs utilitarian). Design/methodology/approach Five studies are conducted to test the predictions. Importantly, this study examines the predicted emotion effects across different sources of affect (dispositional, incidental and integral), different subject populations (students and Amazon Mechanical Turk panel) and different product categories (water bottle, chocolate and printer), leading to robust and generalizable findings. Findings Results show that gratitude (vs pride) increases the likelihood of purchasing a product with a donation-based promotion. This effect is mediated by gratitude’s other-responsibility appraisal and, in turn, increased reciprocity concerns (a serial mediation). Further, this study finds that how the gratitude (vs pride) effect is attenuated when the product is hedonic (but not utilitarian) in nature. Research limitations implications Past study on emotion and cause-related marketing has emphasized the role of negative emotions such as guilt. This study provides empirical evidence on the potential benefit of using positive emotions such as gratitude in cause-related marketing. Practical implications The implications of this study can benefit marketers by highlighting the use of gratitude appeals in their cause-related marketing campaigns. Originality/value The findings of the present research are significant because they highlight the potential role of a discrete positive emotion – gratitude – in leveraging the effectiveness of cause-related marketing and establish the underlying process driving this effect.

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“…Not only is food waste an environmental issue for developing and developed nations, but is also a social and political challenge. Recent estimates have shown that world food waste per year stands at USD 1 trillion, causing not only economic burdens but also food insecurity [ 12 ]. It was estimated that food wasted in developing countries is worth USD 310 billion annually, which wastes large quantities of resources such as capital and energy, and puts constant stress on natural resources such as water and land [ 13 ].…”

Section: Introductionmentioning

confidence: 99%

“…Researcher empirically tested the influence of drivers and interventions of food waste reduction. Although recent studies attempt to extend the existing literature through a quantitative research approach to study the drivers of the behavior to reduce food waste [ 2 , 15 , 16 ], literature regarding sensitization of consumers and promoting waste reduction behaviors among consumers still reveals potential limits, specifically on household waste [ 12 , 14 , 67 ].…”

Section: Introductionmentioning

confidence: 99%

Sustainability of Household Food Waste Reduction: A Fresh Insight on Youth’s Emotional and Cognitive Behaviors

Attiq

Chau

Bashir

et al. 2021

IJERPH

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The sustainability of food waste is one of the most important contemporary economic, social, and environmental issues that encompasses useful academic, practical, and policymaking implications. Under the domain of sustainability, food waste is a serious global challenge with a growing public, political, and corporate concern. Existing literature regarding the sensitization of consumers and the promotion of waste cautious behaviors still has much room for improvement in household waste. To bridge the gap in the literature, this study identifies and examines determinants of young consumers’ food waste reduction behavior in households. Using a sample size of 391 young consumers of household food products from Pakistan, a full-scaled administrative survey is conducted, and our hypotheses are empirically tested by using the PLS structural modeling equation. Our findings reveal significant impacts from both cognitive and emotional aspects on sustainable food waste reduction behavior. Our results have several important implications for policymakers and all the stakeholders, especially for marketers, including advertising strategies, policies to mitigate the impact of food waste, and the development of educational programs related to food waste.

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Thanks, but no thanks: The influence of gratitude on consumer awareness of food waste

Cited by 77 publications

References 98 publications

An evaluation of a consumer food waste awareness campaign using the motivation opportunity ability framework

An evaluation of a consumer food waste awareness campaign using the motivation opportunity ability framework

The impact of gratitude (vs pride) on the effectiveness of cause-related marketing

Sustainability of Household Food Waste Reduction: A Fresh Insight on Youth’s Emotional and Cognitive Behaviors

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